Using YouTube to Grow an Email List That Sells

If you're not building an email list from your YouTube channel, you're leaving long-term revenue on the table. Algorithms change. Platforms get glitchy. But your email list? That’s yours forever.

Here’s how to use YouTube to turn viewers into email subscribers—and those subscribers into buyers.

Why Email Lists Still Matter

Email marketing might seem old school, but it outperforms social media for conversions by a long shot. On average, email has a 4x higher ROI than other channels. More importantly, you don’t need millions of subscribers to make money—you need a few hundred loyal readers who trust you.

Step 1: Create a Lead Magnet People Actually Want

A lead magnet is something free you give away in exchange for an email address. It could be:

• A checklist
• A mini-course
• A swipe file or template
• A resource guide
• An exclusive video

Example: If your channel is about productivity, offer a free Notion planner. If you teach freelance design, offer a contract template. The lead magnet must solve a small but real problem your audience faces.

Step 2: Mention Your Lead Magnet in Your Videos

Don’t just drop a link in the description and hope for the best. Call it out naturally in your content.

Say things like:

• “If you want to download the checklist I use, link’s in the description.”
• “This free PDF will walk you through everything I just explained—grab it below.”
• “If you liked this video, you’ll love the free resource I made that goes even deeper.”

Mention it early (before the viewer clicks away), and include it again near the end.

Step 3: Use a Simple Landing Page

Your opt-in process should be quick and easy. Use tools like:

• ConvertKit
• MailerLite
• Beehiiv
• Systeme.io

Create a page that includes:

• A quick headline (what they’re getting)
• 2–3 bullet points on why it’s helpful
• A clean email signup form

No fluff. No scrolling.

Step 4: Make It Relevant to the Video

Your lead magnet should feel like a natural extension of the video someone just watched. For example:

• If your video is “How to Stay Focused While Working from Home,” your lead magnet might be a printable “Focus Tracker”
• If your video is “3 Ways to Find Freelance Clients,” your lead magnet could be an email pitch template

Context matters. When your freebie directly builds on the value you already gave, people are much more likely to opt in.

Step 5: Nurture with a Welcome Sequence

Once someone signs up, don’t just drop them onto your main list and disappear. Create a simple email welcome sequence.

A good 3-email sequence might look like this:

1. Delivery + Backstory – Send the freebie and share why you made it.
2. More Value – Send a second tip, story, or bonus resource.
3. Soft Pitch – Introduce a paid product or service you offer.

This builds trust while warming people up to your offers.

Step 6: Promote Occasionally in Community Tab and Pinned Comments

YouTube’s community tab is underused. Share a teaser of your lead magnet with a direct signup link every few weeks.

Also, pin a comment under relevant videos saying something like:
“Want the free version of what I just explained? It’s here: [link]”

Not everyone reads the video description, but many scroll through comments.

Step 7: Use End Screens and Cards Strategically

End screens and info cards can also link to landing pages (if you’re in the Partner Program and have external linking enabled).

Use a card around the 30–60 second mark to show your lead magnet.
Then use an end screen to drive traffic to the landing page again.

Step 8: Give a Glimpse of What’s Inside

Don’t just say “free guide.” Show a screenshot or list exactly what’s included.

For example:

• “Includes 12 plug-and-play email templates”
• “See exactly how I organize my video scripts in Notion”
• “Bonus: checklist to track your weekly habits”

The more tangible and visual the value, the higher your opt-in rate.

Step 9: Use Short-Form Content to Build Your List

Don’t ignore Shorts and Reels. Make quick videos that tease your lead magnet and include the link in your profile or comments.

Example:

• “My #1 tip for better retention—plus, I made a free checklist you can grab”
• “3 things I tell every client before they launch—PDF link in comments”

Shorts can act as funnels if you give a clear CTA and make the value obvious.

Step 10: Track, Tweak, Repeat

Use tools like ConvertKit, Beehiiv, or Google Analytics to measure:

• Click-through rates from YouTube
• Opt-in conversion rates on your landing page
• Email open and click rates
• Which videos drive the most subscribers

Refine the wording. Test different lead magnets. Swap thumbnails. Keep optimizing until it clicks.

Real-Life Example

Justin Welsh is a solopreneur who uses YouTube and Twitter to grow his list. He offers free resources like “The Content OS” as lead magnets, then nurtures his list into buyers for digital products and coaching.

Cathrin Manning, formerly known as The Content Bug, built her list with a simple content planner download that connected directly to her YouTube tips on content strategy.

These creators prove that your list doesn’t need to be huge—it just needs to be filled with the right people.